For years, De Beers sold rough diamonds in bulk, often obscuring the specifics of their mining origins. However, with a commitment to transparency, the company is launching an innovative origin-tracking process. This initiative will initially apply to all diamonds over 1.25 carats on its advanced Tracr traceability platform, with plans to extend to diamonds over 1.0 carat beginning in January 2025.
Leveraging cutting-edge algorithms and AI-driven technology, De Beers has developed a system to digitally separate and identify diamonds by their geographical source. This ensures that customers can not only enjoy the beauty of their diamonds but also understand the positive impact of their purchases.
Al Cook, CEO of De Beers Group, stated, “For the first time in history, we have the technology to provide our customers with the provenance of their diamonds at scale. We know that our clients care deeply about sustainability and want to understand the good their diamonds have done. Our ambition is to offer them the story of every De Beers-sourced diamond, tracing its journey and positive impact from its origin to its crafting.”
This initiative marks a significant shift in the jewelry industry, highlighting De Beers’ commitment to ethical practices and environmental stewardship. By shedding light on the journey of each diamond, the company aims to empower consumers with the knowledge they need to make informed purchasing decisions.
As consumers increasingly seek transparency in luxury goods, De Beers is setting a new standard for the industry, ensuring that every diamond tells a story of origin, sustainability, and responsible sourcing.
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